You know the phrase, “Don’t judge a book by its cover.” Although this philosophy has good intentions, we’re constantly faced with metaphorical “books.” From roadside billboards to million-dollar television ads, opportunities to evaluate an image or message surround us. The competition for our attention relies on sharp logos and witty catchphrases. Each color, word and angle blend aesthetically to grab and hold our attention.
Your website represents your company’s proverbial “book.” The landing page, or cover, showcases your brand, mission, and vision. Potential customers absorb your message and quickly make a decision to look further (or not). Hopefully, they have become engaged and decide to scroll and click through the pages. Ultimately, they make a connection to your products or services and place an order.
This perfect scenario only exists when prospective customers visit your website. First of all, how do they know how to find your website? Secondly, what keeps them on your page?
An exciting, informative website without visitors is like a well-decorated party venue with no guests. You’ve invested time and money to create your digital storefront. Now you need to get customers through the virtual door. With an email marketing campaign, you can essentially send out invitations to direct people to your website. Remember, competition is tough, and tying an offer or give-away to your email could drive more traffic.
Social media also provide numerous platforms for promoting your website. To reach a younger demographic, post short, witty messages on Twitter because you can link your website to your Twitter account.
By joining LinkedIn, for example, you can be a part of the world’s largest professional network. Your presence on LinkedIn can help expose your business to some of their 500 million members worldwide. LinkedIn provides a professional site to post messages and links to your company’s blogs. By attracting readers with thought-provoking questions or tips, you can lead them to your website.
YouTube provides another avenue to drive traffic to your website. By posting short, informative videos to this popular site, you can build your audience base. Add your link in the description and direct viewers to your website.
To stay competitive, your company’s website must visually engage and quickly inform. In moments, visitors develop an opinion of your company and make a choice to stay or move onto the next website. Your website design should directly reflect your company through style and color. The layout should appeal to your targeted audience and be easy to navigate.
A professional website designer can successfully apply creative elements and implement intuitive features to promote the flow of content.
Covering the basics:
- Position your logo prominently for brand recognition
- Choose complementary colors and fonts
- Present a clear, easy-to-read message with bullet points and short statements
- Feature a call-to-action and directions to follow
- Organize content appropriately, with links to more information
- Include video testimonials
- Add a Frequently Asked Questions page
Your website establishes your company’s internet presence. Pretty colors and moving pictures certainly attract attention. But your content will keep their attention. Organize your messages with catchy headlines and well-organized descriptions of your goods and services. Keep content fresh and informative for new and repeat visitors. After all, they can’t help judging your pages.